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Managing the Customer Experience Assignment - Ritz Carlton

   

Added on  2020-11-12

12 Pages3870 Words204 Views
Managing The CustomerExperience

Table of ContentsINTRODUCTION...........................................................................................................................11. Value And Importance Of Understanding The Needs; Wants And Preference Of ACustomer Group..........................................................................................................................12.) Different Ways Of Profiling A Customer..............................................................................33.) Drivers Of Customer Engagement.........................................................................................44.) Different strategies which are applied for on boarding diverse customers............................5Customer Experience Map...............................................................................................................71.) Documenting The Customers Journey...................................................................................72.) Touch Points..........................................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9

INTRODUCTIONCustomer Experience can be defined as such an experience which is gained or earned bya customer from the products or services that a customer has purchased for personal use.Branded products of a company are good in providing satisfaction to the customer, provided, thepurchased product should fulfils the needs and demands of that customer in every aspect (Lemonand Verhoef, 2016). Here, the selected organisation is Ritz Carlton. The organisation isproviding every facility or service to its customers with the motive of gaining the best customerexperience, in the hotel industry. The project report will lay its focus on the values and needs andimportance of the targeted customer group in this service sector industry (Homburg, Jozić andKuehnl, 2017). Exploring of different factors that drive and influence the different targetedcustomer group within a service sector organisation.1. Value And Importance Of Understanding The Needs; Wants And Preference Of A CustomerGroupA target Market in the service industry plays a very crucial role. Target Marketing helpsin reduction of costs along with optimum utilisation of the resources in the best way. Due to thereduction in the costs the revenue of the company increases. Ritz Carlton is a luxury hotel and itis currently working on the targeting its customer group (Chheda, Duncan and Roggenhofer,2017). Now, target marketing refers to such a strategy, in which a company breaks a major partof the market in to very smaller segments, and it helps a firm in concentrating on a specific groupof customers within that audience. Segmentation refers to a situation in which an organisationdivides its market into a segment of customers which is completely based on their uniquefeatures and also on serving its customers (Chheda, Duncan and Roggenhofer, 2017).The segmentation of the market is based ion some features and they are:-Demographics:- These are such factors that are based on the age; gender; education;marital status of a person etc. Psycho graphics:- It includes- values; beliefs; interest; personality and lifestyle of acustomer.Business Industry:- Only corporates are included in it.1

Geographic Area:- It mainly includes- neighbourhood; area code; city; region andcountry etc. Mostly, the brands do the segmentation of their products by getting more specific abouttheir products (Bolton, and et.al., 2018). Ritz Carlton, mainly focuses on that group of customerswho is more likely to get the benefit and will enjoy the products and services provided by thehotel. The Target Marketing plays a very crucial role by the score of it's a part of holisticmarketing Strategy. It impacts the social media; advertising; branding; customer experience aswell as business operations. With the help of target marketing, following functions can beperformed very smoothly (Bolton, and et.al., 2018).Speaking directly to a defined audience:- When the target consumer group is fixed itsvery easy for the organisation to speak directly or to interact more deeply with thetargeted customers. Ritz Carlton, is having a large and varied market of customer group.By the score of the target market of the customers is different, so only with the help offew slogans, the organisation can get in touch with their customers on a personal level(Schallehn and et.al., 2018).Attracts and Converts High Quality Leads:- When, the organisation are having a directlink or relation with the targeted customers, then, in such case, the chances of attractingright number of people is very easy. Following the right marketing strategy will moreeffectively reach to those people that are more likely to get connected with theorganisation. Ritz Carlton is following the same strategy in marketing (Vos and et.al.,2018).Differentiate from the competitor brands:- Following the right marketing segmentationand branding strategy will help the organisation to make a different place in the marketand also building up the value and name of products and services in the mind ofcustomers in such a way that, the customers get loyal towards the organisation. Not onlythis, by following such strategy, the organisation can set a benchmark in front of itscompetitors like:- Star wood Hotels And Resorts And Hyatt (Mahrous and Hassan, 2017).Stay Focused:- After reaping the benefits of target marketing and segmentation theorganisation should try to remain stable on such type of strategy instead of keeping itaside. Along with this, the target marketing allows the organisation to get more specific2

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